The advertising approach known as ‘‘recency’’ can be compared to dating. Young men believe that first dates should be like a product launch, full of glitz and glamour because they know that you only get one chance to make a first impression.
On the other hand, mature gentlemen realise that having a long term impact is more about frequently sharing bits of intimate information with the object of their passion over time.
The first example requires tremendous effort and resources to maintain, while the latter can be achieved within means, and to a lasting effect.
So what’s Nakumatt Supermarket’s approach to advertising? I think it’s based on the premise that the best things in life come in squirts. Big blitz advertising in one season and then silence; deafening silence.